Big wads of plastic in the ocean that stretch for miles anddisintegratingpolar ice caps are the kind of news stories that tend to make us feel hopeless regarding conservation efforts. Why bother to change our light bulbs to compact fluorescents if our planet’s imminent demise is a speeding train that can’t be stopped?

The reason we have these feelings is probably the work of environmentalists themselves.They’re sending the wrong messages, if you ascribe to the new field of neuro-conservation.

After all, selling us emotions is what marketing professionals have been doing for decades. They know that we don’t just buy a car; we buy how that car makes us feel — wealthier, greener or more in control. Using the tenets of neuro-conservation may just be the boost that environmentalists need to gain support for their causes in a world that’s overrun with more scientific data than we know what to do with — or pay attention to.

What does hope mean to you? That’s the inspiration behind the Gaiam Hope Project. We asked experts, authors and readers like you to share stories of hope. Every day for the next month, we’ll publish those stories on GaiamLife.com. You’ll find new ideas to get your happy on, tips to be more optimistic and ways to have a little faith.

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